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•Segments differ based on cultural identity and technology adoption propensity.•Intra and inter-country differences appear in consumer segments.•Consumers activate on a continuum of ...localism and globalism.•Market segmentation incorporates technology variables.
This paper uses a state-of-the-art quantitative modeling approach to latent class analysis to analyze American, Canadian, and French consumers’ perception of technology-based products and their cultural values. It identifies hidden segments of consumers based on technology adoption propensity, cosmopolitan characteristics, and identification with the global consumer culture. The study emphasizes the diversity and variability between and among countries regarding localism, globalism, cosmopolitanism, and the global consumer culture. The framework provides a new way to evaluate modern consumers and reflects the combination of national/regional cultural characteristics and global culture elements while highlighting the relevance of modern technologies and communication methods in leveling consumer preferences and attitudes across cultures. From a theoretical viewpoint, this article provides a new framework incorporating technology adoption propensity and cultural elements in the empirical evaluation of modern consumers.
Global Culture, 1990, 2020 Nederveen Pieterse, Jan
Theory, culture & society,
12/2020, Letnik:
37, Številka:
7-8
Journal Article
Recenzirano
Here I reflect on the main themes of Global Culture, Nationalism, Globalization and Modernity. On these themes, where are we 30 years later? I sidestep the fine print of the 1990 conversations and ...share notes in brief format on where I have come to in the decades that have passed. I round off with notes on the 2020 conjuncture.
The key idea of the paper consists in suggestion that globalization focuses on the integration of different cultures under the umbrella of common ideas, norms and values. The globalization’s ...challenge is the necessity of searching the ways and methods of overcoming the intercultural barriers among different peoples. The purpose of the research is to analyze the issue of creating a symbolic system global culture, the access to cultural code of this system will help the participants of intercultural communication to minimize the barriers that prevent the mutual understanding. The author guesses that symbols can be seen as the creative technology for shaping universal layer of a global culture. To access this “layer” of a global culture, communication subjects must have a common cultural code. The creative information and communication technologies help subjects of intercultural communication to be able to reveal the cultural codes of other cultural systems. The author puts forward the idea of the need for shaping of the universal “cultural knowledge network” on creative digital platform. The knowledge of the symbol system of a global culture can help all peoples to open new perspective of transcultural communication in the context of creating common non-verbal language for mutual understanding.
While the acceptance of homosexuality has risen across many Western countries, we know little about whether or why attitudes have changed in the rest of the world. Here I investigate these questions ...while also testing the relative utility of three theories of what drives worldwide attitudinal change: (1) the postmaterialist thesis, which casts existential security as a main determinant; (2) world society theory, which emphasizes the influence of a diffusing global culture; and (3) multiple modernities theory, which points to the effect of region-specific cultural programs. Drawing on data from the integrated World Values Survey/European Values Survey (1981-2012), I use a longitudinal multilevel design to model worldwide change in the societal acceptance of homosexuality. In line with world society theory, the results show a broad worldwide upswing in the acceptance of homosexuality, driven largely by the diffusion of favorable global cultural messages. The results provide strong evidence that global culture has shaped collective attitudes globally, although the impact here is found to be less in more religious societies. At the same time, the analysis finds a widening attitudinal gap between countries, and, consistent with multiple modernities theory, suggests this is due in part to the role of region-specific cultural programs. Contrary to the postmaterialist thesis, existential security is not found to have influenced attitudes.
This paper provides empirical evidence on the factors influencing the upsurge in the use of fashion jewellery in the Ashanti region of Ghana. An inductive research approach based on qualitative ...research methodology was adopted. Questionnaires and personal interviews were used to collect data from 400 respondents comprising jewellers, chiefs and traditional rulers, jewellery traders and the general public in the Ashanti Region of Ghana. Netnography was also used to gather insight from online communities regarding fashion jewellery in Ghana and factors that account for their purchase. The findings of this study showed that traditional precious jewellery has been influenced dramatically by designs of global trends. More fashion jewellery is being manufactured that combines traditional and Ghanaian “adinkra’ symbol designs with contemporary global trends. The majority (58%) of the people interviewed now focus on fashion jewellery for frequent wear. They considered jewellery generally as fashionable material pieces that are worn from casual to special occasions and from day to night and hence do not need to be precious. Product-related factors included availability, fashion innovativeness, fine finishing and societal acceptability. In terms of marketability dynamics, the study observed that price affordability and celebrity endorsements played a significant role towards the purchase intentions of respondents. Access to websites and software applications also influenced respondents’ options beyond local craftsmen and retail shops to enable them to opt for more contemporary designs inspired by global trends. The findings of this study suggest that the face of precious jewellery as a body adornment in Ghana is being influenced by several operating factors and, therefore, there is a need for players in the industries to fashion out strategies in accordance with the dimensions of these identified factors, to safeguard and preserve the rich cultural heritage of Ghana.
Keywords: Body Adornment, Consumer Preference, Global Culture, Jewellery, Trade Liberalization
We live in an era of unprecedented interconnectivity and challenges (e.g., climate change, pandemics) that require global mindsets and creative approaches. While research on global identification has ...increased in recent years, the question of whether it can facilitate creativity remains largely unexplored. Moreover, despite the evidence linking multicultural experiences and global identities, migrant populations have been overly underrepresented in this area of research. We examine the association between global culture identification and creativity in the Alternate Uses Test, across two different samples residing in Spain: a host national and majorly student sample (
N
= 326) and a culturally diverse immigrant sample (
N
= 122). Additionally, we test the predictive value of ethnic identification (in both samples) and host culture identification (in the immigrant sample). Regression analyses reveal that global culture identification positively predicts creativity among host national participants, and host culture identification predicts creativity among immigrant participants. Our results suggest that developing a cultural identity that transcends the one acquired through enculturation (i.e., global culture identification for the host national sample, host culture identification for the immigrant sample) has the potential of facilitating creative behavior.
What is the basis of status in world order? Status is assumed to come from strength, even if strength is reconfigured to be social and normative, not just material. Status, however, can also come ...from perceived weakness – it is conferred to those recognised as ‘victims’. We make four theoretical contributions to the scholarship on status in world affairs. First, we examine how the category of victim is produced. Two, we expand the possible sources of status in world affairs by adding the category of victim. Three, focus on victimhood status further demonstrates that status is independent of material power. Lastly, victimhood as status exhibits the paradox that power depends on perceived powerlessness. We illustrate these arguments with three features of victim status in modern international politics: the changing desirability of victim status in Israel, the gendered construction of ideal victim in the Congo, and the hierarchy of victimhood in Bosnia.
THE QUALITY IMPROVEMENT OF EDUCATION AND DEVELOPMENT OF GLOBAL CULTURE: The main problem that must be answer is how is the Education Quality Improvement and Development of Global Culture? The ...author examined the point of the study related to the education to understand the effort to prepare the learner; improving the quality of education through teaching, guidance and training with basic cultural education institution or formal education in in the era of globalization; and the development of global culture. This article found that the education will fulfill the kids and adults using cultural background to understand the changing happened. They must be able to choose the information and interpret and place the things happened in the global culture perspective. In the other side, we have given the big knowledge, but in the other side, we remove and ignore the value of attitudes and behavior, cognitive, and affective and psychomotor aspects. The effect of globalization makes us aware that the global culture may be removed the self- identity and the culture identity. In fact, both identities are the milestones to contribute the development of global culture.
Globalization is now at its most disjunctive phase in human history. The planetary COVID-19 crisis has combined with the vulnerabilities of global capitalism to break down social routines. Yet, the ...current moment of the Great Unsettling also offers a critical opportunity to take stock of the present state of globalization. To this end, this article revisits and re-engages some pertinent themes raised in the pathbreaking 1990 TCS Global Culture issue. In particular, the article explores the crucial role of structural divergences that have been developing among major formations of globalization. Gaining a better understanding of the current globalization system requires a new conceptual framework that captures different formations of globalization, ranging from the embodied to the disembodied. The multiple disjunctive relationships that have developed among and within these formations shape not only the morphology of the contemporary globalization system but also cast a long shadow on its future dynamics.
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